Proper customer research is vital to the success of your business. One of the two most frequent causes of startup failure is launching without conducting proper customer research. It is undeniable that proper customer development research requires time and money.
Of course, there are plenty of other ways to research the market. One can analyze information on the Internet, study articles or speak with friends or other entrepreneurs. However, these may not be enough. Regardless, the lack of proper qualitative research can lead to business mistakes.